Why does anyone ever see the business potential for PR?

One thing that I often harp about is how agency's make this type of mistake or corporations make t his other type of mistake. This is true! However I have discovered, what I believe is one strong commonality between the two and what is ironic is how similar it is, yet how completely different it is at the same time. Neither businesses, nor agencies, fully grasp and understand the powerful role that a good public relations program can play in growing the organization.

Let me start with corporations since I have more first hand knowledge of how they run. Let's be honest CEO's and other senior executives do love PR to a degree. They love to use PR as an ego tool to make themselves look good and show the world how smart they are. To most CEO's, especially at publicly traded companies, unless they are being quoted extensively by the CNBC's and Wall Street Journal's of the world than PR is not doing its job. Of course, who among us hasn't been told to think up a "press release" because the stock price is under pressure and we need to do something about that.

I should also mention PR agencies who by and large have no clue about the full business potential of PR. Some of the advice I have received, and seen, from agencies is similar to when my dental hygienist tells me I need to floss better because my soft tissues bleed when punctured by sharp metal objects. There is a part of me that says well that's obviously canned, prepared and something everyone hears. By and large agencies are only interested in the hit. Just like the CEO who wants to be on CNBC or in the Journal, the agency wants to place them there because when they go out to recruit new clients they want to show how they have delivered hits in big name, well known publications.

Sadly, not all companies are Apple, Coke or Starbucks who have these well known brands that are bound to generate copy in well known consumer oriented publications. Most companies are in very esoteric markets and need to be in front of publications that are read by key decision makers in that field. If for example, you have found a new way to turn the remains of corn husks into cattle or pig feed than you are not going to get a call back from the Journal but farming industry publications, read by decision makers at Monsanto or ADM, would probably be very interested in what you have to say. Sexy publications, probably not, but they will drive sales!

That's what it all comes down to at the end of the day. Public relations exists as a tool to drive sales. Its goal, among other things, is to raise awareness and then raise interest so that when the sales team comes calling they are a known quantity whose value proposition is well understood. This is not to denigrate such vital PR functions as crisis communications but these other functions of PR will not happen if no one has heard of you! The business potential for PR is huge and it should be seen as the match that lights the fuse which is marketing. It does not exist to boost egos or land trophies.

One other thing I would add is lets keep in mind that this is often unglamorous but necessarily so. I have surprised people by comparing PR to a heart transplant. They are messy, require lots of planning, lots of help, excruciating commitments of time and resources and mind numbing attention to detail. But when done properly, they can bring life to an organization.

Agencies please do your client a favor and let them know how you can help them grow their business, develop a brand and gain market leadership through the art and science of communications. Corporations, please see PR and communication as a tool every bit as important as that MBA in helping you grow your organization. Remember a smile and hand extended in aid results in a positive response.